Following the move by ANZ to 100% ownership of ING Life in November 2009, it has been revealed that the new brand name and identity for the business will be “OnePath”. The official public launch of the new brand will take place later this year as ANZ has the licence to use the ING brand until November 2010. The announcement was the first step in a communications program which would target existing intermediaries and customers. ANZ believe that the OnePath brandmark which includes a stylized depiction of a path designed to give a sense of direction and moving forward which is central to the promise to customers.
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